Dialogic Communication on Facebook and Accomplishments of a State College in the Philippines

Abstract

Kent and Taylor's (1998) dialogic communication model posited that a dialogic perspective focuses on attitudes toward each other held by the participants in a communication transaction online. Guided by this assumption, this study explored the dialogic capacity of social media, specifically, Facebook in the context of a state college and how these led to public communication, participation, information bridge, and community cohesion. Through quantitative content analysis and key informant interviews , this study examined the dialogic internet principles implemented in a state college and an institution's accomplishments. These dialogic principles include conservation of visitors , generation of a return visit, dialogic loop, and information of interests to the public, and organizational engagement. Results showed that the state college used a variety of dialogic principles on Facebook. However, based on the multiple regression analysis, the principle of conservation of visitors and organizational engagement effectively were least subscribed despite its potential to enhance public engagement outcomes. Therefore, it is vital to identify issues that stakeholders considered as necessary that required feedback to stimulate discussions rather than simply using platforms to promote campus events. As well, findings from qualitative data demonstrate that a state college relied on social media more to disseminate information rather than a dialogic and interactive medium for governance.